Dear Freelance Copywriter is not about how to get filthy rich as a freelance copywriter (although there’s nothing wrong with that). It’s a place where every freelance copywriter, whether wannabe, newbie or experienced, can get honest answers and useful advice.

Saturday, December 17, 2011

It's a sad fact: not all clients say what they mean or mean what they say. Part of your job as a freelance copywriter is to get the message straight---before you start writing. Most
advertising agencies and design studios use an account planner to draft a
“communications brief” (also called a "creative brief") at the start of any creative project. It’s an essential document that gets agency and client
singing off the same sheet of music. But as a freelance copywriter, you probably don’t
have an account planner. No problem, just ask your client the following six questions, the
answers to which will make your life a lot easier.

Who are we talking to?

List the audiences and influencers for the
project. Order them by importance.

What do they believe about (Company/Product/Service) now?

Put down
what the target audience thinks about your client’s company/product/service, e.g.,
“Target audience thinks that Company A only sells server software.”

What do we want them to believe?

Put down
what you want the target audience to think about Company A after they read your
copy, e.g., “Wow, I didn’t know that Company A offers a full range of software
for desktops and networks.”

What is our key message?

The key
message is the principal idea or claim your copy should deliver. Don’t confuse
the key message with a tag line, positioning line, headline or theme. It is
none of these. It is simply a one or two sentence statement that describes the focal
point of the piece you are writing. Nail the key message correctly upfront and
your copy will practically write itself. (Not really, but it will seem that
way.)

The key
message should sound believable. And interesting. The trick is to come up with
a set of words that not only defines the uniqueness of your client’s
company/product/service, but is also capable of supporting the creative concept
you’ll develop.

Continuing
the example from above, one possible key message might be: “Company A’s
comprehensive software offering makes it easy for customers to find the tools
they need to maximize their productivity and efficiency—regardless of the software
platform they use.”

What makes this
true?

Using
bullet points, list three to six facts or proof points about Company A that
validate its key message.

What affects
the creative concept?

Describe
any limitations or mandatories that affect the work, e.g., “In building Company
A’s brand, it’s important to a find a unique space that Company A can own and
occupy by itself. Therefore, the creative concept for this project should help
define what that space is.”

One more thing...

The
communications brief you develop is of no use until you share it with your
client and he or she signs off on it. Once it’s approved, you’re ready to
write.

Monday, November 21, 2011

Writing awkward-sounding, jargon-riddled compound
sentences that run on for lines doesn't make you appear smarter. So what does?
Writing more using fewer words. Don’t kid yourself; that takes work. Blaise Pascal (1623–62), 17th-century
French philosopher and mathematician, once wrote to a friend. “I have made this
letter longer than usual, only because I have not had time to make it shorter.”
My wife’s grandmother defined a “lady” as a woman who studies herself in
the mirror before she leaves the house and takes off one accessory. Make that a
metaphor for your writing.

Most important, be sure what you write
makes sense. The following example, taken from an actual published Letter to
Shareholders, does not make sense. The implication here is that along with
writing less, you must also write with greater clarity. In this example, the
words were already there, so it was more a case of following grandmother’s rule
and pruning away the unnecessary ones.

Before:

Our commitment to sustainability is deeply
rooted in the culture of our company. We believe it is our
responsibility to focus on leveraging our leading global platform to bring
together the best and most cost effective, energy-saving and environmental
practices from around the world to create value in a sustainable manner.

After:

Our company creates sustainable value for customers and stakeholders by bringing together the most cost-effective, energy-saving and environmental practices from around the globe.

Your Assignment:

The world is brimming over with run-on sentences that don't make sense. Pick one and rewrite it.

Thursday, November 3, 2011

Dear Challenged:AsUnited States Supreme Court Justice Potter Stewartsaid about pornography, "I know it when I see it." Freelance copywriters could say the same about good taglines. In an recent blog post, Creative Reviewasked a panel of industry experts to name their top five taglines. If you want to hone your know-it-when-you-see-it skills, see their answers here.

Dear Freelance Copywriter is brought to you by Robert Roth at ROTH copywriting.

Tuesday, October 4, 2011

You’re thinking of 666. The Rule of Three is different. Photographers,
graphic designers, interior designers and architects follow it. So why
shouldn’t copywriters? Actually, many do.

Visually,
the Rule of Three is about harmony…and odd numbers. Cecilia Walker at Cecilia Walker Design explains the Rule like this: “The
basic idea is that details and objects that are arranged or
grouped in odd numbers are more appealing, memorable, and effective than
even-numbered pairings. While it is easier to create symmetryby balancing elements in twos, odd numbers create harmony.”

In copywriting, the
Rule is about words, obviously. But more than that, it’s also about what those
words (or phrases) look like on a printed page or computer monitor (or in any
other form of communications). Additionally, it’s about the rhythm of the words
and how they sound when read aloud (or silently).

For instance, how
enduring would Timothy Leary’s 1960’s mantra be if it was just “Turn on, drop out”
versus the actual 3-part one: “Turn on, tune in, drop out”?

How memorable
and engaging would the Pep Boys be if they became “Moe and Jack” instead of “Manny,
Moe and Jack”?

Wednesday, September 21, 2011

Not to worry, a few well-placed transitions can fix your copy. Think of writing as a relay race: the runners are the sentences; the hand-offs are the transitions. Your job is to make them as smooth as possible. Conjunctive adverbs and phrases can help.

A conjunctive adverb is an adverb that connects things. Use it as a transitional device between one main thought and another. Or to show relationships and sequence. It can also be used to compare or contrast ideas. Most importantly[adverb], it can be used to shape the personality of your narrative voice.

OK, enough grammar. Let’s look at an example of conjunctive adverbs in action:

Bennie’s cheese-steak sandwiches are delicious. In fact, they've been voted best in
Philly six years in a row. What’s more, they’re made with 100% Angus beef. Even
better, they’re on sale now. So, don’t waste your money elsewhere.Instead, head down to Bennie’s, today.

A Partial List of Conjunctive Adverbs
and Phrases

accordingly

additionally

anyway

again

as a result

at last

at the same time

besides

certainly

comparatively

consequently

contrarily

conversely

finally

further

furthermore

elsewhere

equally

hence

henceforth

however

just as

identically

in addition

in comparison

in contrast

in fact

in the meantime

incidentally

indeed

instead

likewise

meanwhile

moreover

namely

nevertheless

next

nonetheless

naturally

notably

now

on the contrary

on the other hand

otherwise

rather

similarly

so

subsequently

still

that is

then

thereafter

therefore

to be sure

thus

undoubtedly

uniquely

without a doubt

Punctuation:

When
a conjunctive adverb connects two independent clauses in one sentence, it is
preceded by a semicolon and followed by a comma.

If
a conjunctive adverb is used in any other position in a sentence, it is set off
by commas.

Thursday, August 25, 2011

Most certainly. Using sentence fragments can enhance your writing style by adding a more conversational quality to it and improving flow. For an example, I grabbed a paragraph at random from jelly-maker J. M. Smucker's 2009 annual report:

Here's how it read originally:
"The 'Great American PB&J' has been part of family meals for generations and is particularly relevant for the comfort and value it offers in the current economic environment. As consumers reach for what is America’s favorite sandwich, we continue to offer both traditional and new alternatives."

Here's how I rewrote the paragraph using sentence fragments:"The PB&J. America's favorite sandwich. And a staple on family tables for generations. In today’s economic climate, it’s more than just a comfort food; it’s also a good value. And as consumers reach for more, Smucker’s continues to offer both traditional and new alternatives."

There's something else going on here: the principle of three's. More on that later.

Dear Freelance Copywriter is brought to you by Robert Roth---expert Atlanta freelance copywriter. http://www.rothcopy.com

Monday, August 8, 2011

This is not the first time I've been asked this question. Brand consultancies have spent countless dollars trying to figure out how a certain Swedish big-box furniture retailer comes up with the names on their hang tags. The answer is at the URL below:

Tuesday, August 2, 2011

Dear Unschooled:The secrets of copywriting are that not secret. Copywriter Bhaskar Sarma does a great job of revealing ten of them in his blog post, "From my Notebook:10 Copywriting Tips from William Zinsser" (author of On Writing Well).

It's worth the read---especially if you're serious about becoming a better writer tomorrow than you are today.

Forget the conventional tri-fold; it's boring. Go for a gate fold. Or a double gate fold (my personal favorite). With a double gate fold, your piece can have two reveals (1 on the cover + 1 on the folded inside gates) and four inside panels for text. For more on reveals click here.
Another favorite is a Z-fold cover. It gives you two separate front covers, (you turn the book upside down) which provide two separate signature (groups of four pages) areas. Just like a certain breath mint, this gives you two brochures in one. Great for playing two ideas off of each other. For example, let's say you are a custom tailor that also sells prete-a-porter suits. Your custom line goes inside one cover, your ready to wear inside the other.

Monday, July 18, 2011

It's called the Wheel of Concept, from Tribal DBD New York. Just enter your client's name, spin the wheel, and up pops an idea. Even better, you can download a PDF presentation of the idea, personalized with your client's name and logo.

Actually, there are now two wheels: the original for digital tactics and a recently added one for PR tactics.

Friday, July 8, 2011

Dear Alone:Yes. In French cooking, many recipes begin with the phrase: “Make a roux” (butter and flour cooked together). In creating annual reports, rack brochures, direct mail pieces, and other forms of marketing communications, we often begin with the phrase: “Make a reveal.”

What is a “reveal?” If you’ve ever read a humorous greeting card, then you’ve experienced a reveal. The format is generally the same: a setup on the cover—a question or something that piques the reader’s curiosity or is intriguing—followed by a strategic payoff on the inside.

How does a “reveal” work? Here are three examples:

Example 1: A regional power company was expanding into new forms of energy and needed a way to tell that story to investors. On the cover of their annual report was the phrase, A word about our future. On the first text page inside was the payoff— the single bold word, Energy.

Example 2: A national exterminating company launched a new commercial service and needed a direct mail piece to send to potential clients. On the cover was the statement, Now the technology to eliminate bugs fits in the palm of your hand. A visual payoff—a telephone handset—was used on the inside along with a call to action to call the company for a free inspection. This promotion was a self-mailer. (For more about using post cards, see June 6th post)

Example 3: One of my old self-promotion pieces was targeted to advertising agencies with agri-business clients. The cover asked the question, What could a nice Jewish boy from Miami Beach possibly know about farming?The one-word payoff on the inside: Plenty. The question-answer format is a popular way to create a reveal. A question on the cover piques readers’ curiosity—hopefully enough to cause them to open the piece. This promotion fit in a catalog

Tuesday, June 28, 2011

Dear Unsure:Let's do the math. A good freelance copywriter can bill at $100/hr. or $800/dayFor you to earn $800, you'll need to write 80 stories. So, what are you going to be--a good freelance copywriter or a content writer on food stamps? (It's a rhetorical question.)

Wednesday, June 15, 2011

If you could add value to your personal brand for less than $50/year, would you do it?

Here's how: Use a branded domain name for your email address.

Gmail, Hotmail, Yahoo, etc---sure they're free, but they do nothing to set you apart from the mushrooming legions of freelance copywriters. Plus, they're a dead giveaway that you're a newbie. And they do nothing to support your brand.

The good news is for less than $15, you can register a uniquedomain name. And for about $2.00/month, you can use it for your email address. For the details, just search on "domain name for email."

Monday, June 6, 2011

No, this isn’t another SEO article. This one is about active self-promotion.

For freelance copywriters, self-promotion boils down to one thing: helping you stand out from the thousands of other freelance copywriters, website writers, content writers, online writers, technical writers and PR writers out there. So, after you've put up a website, listed yourself on some directories, and maybe started a blog—what’s next?

How about a nice old-fashioned postcard?

Zig While Others Zag

Old is now new again. Forget email blasts; you need an opted-in list to send them. Consider a snail-mail postcard. Here’s why:

Creatives—from copywriters to designers—hardly use postcards anymore, so yours has a chance to be noticed.

A mailing address list is much easier to scrape and compile than an email list. If you don’t know names, you can address by title, e.g., “Marketing Communications Manager,” “Creative Director.”

Postcards are fairly inexpensive. For example, you can print 100 4-color, oversized postcards at Vistaprint for under 25 bucks. But you don’t have to use them. Just search on "postcards" and take your pick of vendors.

Show how creative you are. Make the card clever and engaging. In other words, make an impression. If they like your postcard, they'll probably like you. If you can afford it, print a folding postcard and use a reveal—put an intriguing headline on the cover, and pay it off inside.

Show off your work. Create a portfolio postcard and include thumbnails of your best stuff.

Postcards are easy to design (even a copywriter can do it). The postcard printer you use will have a free template you can download. You can also design your postcard in WORD or MS PUBLISHER.

Sending out postcards can pay off indirectly as well. In my experience, promotional activity creates energy in the marketplace. Don’t be surprised if you get a call from a new client who wasn't on your mailing list. It happens.

Tuesday, May 31, 2011

Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic. Alerts are a passive source of valuable info, sort of like an online "wiretap." You can use them to get up-to-the-minute information and activity on the search terms of your choice. For example, set up a Google Alert for the term "freelance copywriter jobs," and you'll get information (and links) on new projects as they are searched for. Or set up one for the name of your client and keep up to date with key events as they happen.

Here's how to set up a Google Alert

Go to the Google search window, click "more" at top of screen, click "even more" at the bottom of the list, scroll down to Specialized Search, click "Alerts." Or just click here. Then follow the easy directions. Once you set them up, you can edit your alerts and add new ones to your heart's desire.

Tuesday, May 24, 2011

To write more creatively, one must think more creatively. Here are six ways to go about that:

Look at Other People’s Work

This is the low-hanging fruit. Get out some of those awards books and start turning pages. It’s a great way to kick start inspiration.

Make a Word List

More than just an exercise, the word list you construct can help you develop a concept. Write down (or key in) every word that comes to mind about your creative problem or key message. Don’t prejudge. Write down all the words that pop into your head, even those that don’t make sense or seem way off target.

Next, play with the words. Try combining a few of them. Add some synonyms to the list. Use one or two words in a phrase. Do words on your list suggest other words? Write them down, also. Next, narrow your word list down. Which words on your list link best to your key message? Put them on a separate list and think about them some more.

Sleep On It

This is a very useful and effective method for solving problems—creative or otherwise. Known as “unconscious problem solving,” it consists of feeding your mind a problem to solve just before you go to sleep. Psychologists call that incubation. You can think about the problem, read your notes or look over your word list. When you awaken the next morning, your mind magically has an answer.

TIP: If you don’t already, it’s a good idea to keep a pen and small pad of paper next to your bed. Sometimes the answer comes in the middle of the night, and unless you write it down, you won’t remember it. Promise.

Daydream

Pretend you have ADD (Attention Deficit Disorder). Some of us don’t have to pretend. In creative daydreaming, let your mind wander. Your subconscious will do the heavy lifting. Ask “Why?” Think of your creative problem as a big red onion. Asking why is a great way to peel back the layers and get to some inner truths. Police detectives ask "why" a lot.

Brainstorm

If you’re part of a creative team, lock yourselves in a room for a brainstorming session. Start throwing out creative ideas in rapid-fire succession. Get someone to write it all down on an easel pad.

There’s only one rule: no discussing or analyzing the ideas until the brainstorming session is over. Sometimes it pays to let the ideas cook overnight before you evaluate them. The brainstorming context should be creative, playful, imaginative and fun. Don’t criticize or judge, no matter how lame the idea sounds.

Map your ideas

A mind map is a diagram of your creative thought process. You can draw it on paper or use an online program, such as Mindomo. Creating a mind map is a great way to break down a complex concept into simpler components. Or vice versa. You can use a mind map to put your creative thoughts down and see where they lead.

Subscribe To Dear Freelance Copywriter:

About Dear Freelance Copywriter:

I’ve sustained a freelance copywriting career for more than 20 years. I've written advertising and annual reports for some of the world's leading corporations, including The Coca-Cola Company, Polo Ralph Lauren, Newell Rubbermaid, Emirates Airlines, Neenah Paper, Universal Electronics, CDC, Equifax, and Progress Energy. I’ve picked up plenty of wisdom along the way. And I’m happy to share it with you. For free.